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Liquid matte lipsticks once had me in a chokehold — and I know I'm not alone; the 2010s was the era of opaque lipsticks that dried down without a sheen. Though typically I swipe on a shimmery lip gloss, I still love matte pigments. Still, these days I mostly wear matte only when I test a product for work. So when the Sunnies Face Fluffmatte lipsticks landed on my desk, I was pleasantly surprised at how buttery and comfortable the formula felt. It made me think: how could this possibly be a matte lipstick?
In 2018, Martine Ho, Georgina Wilson, Jess Wilson, Bea Soriano-Dee, and Eric Dee launched the Filipino-owned brand with one product, the best-selling Fluffmattes, which sold out in just 10 minutes. Since then, the lipsticks have been sought out for their pigmented shades and non-drying formula. However, if you lived in the United States, you couldn't purchase them. But starting May 16, the Fluffmattes will be available to U.S. consumers.
Prior to launching the beauty brand, the five cofounders already had entrepreneurial experience with their brands, Sunnies Studios and Sunnies Cafe, which are eyewear and cafe businesses, respectively. Though the lipsticks are adored, the founders did run into some trouble in 2020 with Sunnies Studios because former employees said the company had not paid them, which led to the hashtag #BoycottSunnies trending on Twitter.
In response to the accusations, the brand tells Allure in a statement that the incident was caused by an administrative error because the company's systems weren't equipped to deal with remote working that was required during the COVID-19 pandemic. "We have since undertaken a critical review and taken decisive action to ensure this issue does not happen again," the statement reads. "This includes full digitization, the implementation of new processes and policies, and the appointment of a new COO and CFO to oversee this work."
With the brand's arrival to the United States, I was able to give the Fluffmatte lipsticks a trial run. When the lipsticks first launched they were available in eight shades, but now there are a total of 15. The founders worked with makeup artists and looked at 350 colors and 22 formulas before they finalized the product. They wanted shades that flatter a variety of skin tones, which is why the lipsticks are mostly neutrals with a few reds.
In the past, I didn't mind sacrificing a bit of moisture for a super matte finish, but I've decided my lips deserve better. Thankfully, in recent years, brands have improved their matte lipstick formulations, so my lips aren't suffering and feeling like stone. The first shade I tried was Brunette, a warm cinnamon hue, which also seemed to be the darkest of the bunch. I typically prefer my nude lipsticks to be a deeper chocolate brown, so I wasn't wowed by this color, even though it still looked good on my lips.
The color might not have blown me away, but the formula and pigment immediately did. I don't think I've encountered a lipstick as velvety and airy as this without a hint of shine. It sat comfortably on my lips, even though I didn't prep them with a balm. With each swipe, I covered my two-toned lips in an opaque streak of color.
I just had to know what made these lipsticks feel so good on the lips. Cosmetic chemist Ginger King tells Allure it's because "the lipsticks are silicone-elastomer based, so they inherently will be silky smooth." Silicone elastomers add silky properties to formulas, and she notes these lip products have high levels of dimethicone and polysilicone-11, which can contribute to their velvety feel.
Me wearing the shade Major.
I couldn't stop marveling at how nice Brunette looked and felt, so I decided to try one of the rouge hues instead. I grabbed Major, a true red, and applied it to my lips. Immediately, I was stunned by how gorgeous the bright red looked next to my brown skin. I'm not always impressed by red shades because they are either too blue or too orangey, but this had the perfect balance of both colors for my liking. I may have to nominate it as one of my favorite red lipsticks.
I wasn't alone in my praise for these lipsticks. Deputy digital director Kara McGrath also had a chance to try the lipsticks. "My word, these certainly live up to all the hype! They're not just comfortable 'for a matte lipstick' — they're comfortable period," she says. "Sometimes more hydrating formulas have to compromise on staying power, but these also last a pretty long time before I have to reapply." Her favorite shade is Girl Crush, a deep mauve that looks like a rusty rose on her fair skin.
Kara McGrath wearing the shade Girl Crush
Overall, the Fluffmattes did shock me. I wasn't expecting to be disappointed, but I also didn't think they would impress me. I don't think I've ever encountered a matte formula this airy and light on the lips. The lipsticks' pigments are intense, but as a fan of bold hues, I would love this formula in a bright purple or autumnal orange. Though there isn't a dark enough brown lipstick for me, Brunette seems promising with a chocolate liner. I will wear red lipstick, though — and Major will definitely be in my makeup bag.
To get your hands on one of the 15 pigmented Fluffmatte lipsticks, which retail for $16, head to sunniesface.com.
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